UNIT I:

INTRODUCING
THE PHILIPPINE
TOURISM
INDUSTRY
 CHAPTER 1:
UNDERSTANDING
THE PHILIPPINE
TOURISM
 Lesson 1:
THE
GOVERNMENT
SECTOR
 At the end of this unit, students should be able to:
 Explain the role of the Department of Tourism, its attached
Objectives: agencies and the local government unit in the tourism
industry.
 Define the roles of the various subsectors of the private
sectors that comprise the tourism industry;
 Explain specific entities in the private sector are identified
and their specific functions in the tourism industry.
 • One of the agencies that oversee
the country’s tourism industry is
the DOT.
• The Executive department of the
Philippine government that plans,
1. programs, coordinates,
implements and regulates the
Transition headline domestic and international
development and promotion of
Let’s start with the first set
the tourism industry.
of slides• Supports the importance of
generating employment,
investment and foreign exchange
of the country.
 • This has been declared by the
Republic Act No. 9593
otherwise as Tourism Act of
2009, an act that states and
declares a national policy for
1. tourism as an engine of
Transition headline investment, employment,
growth and national
Let’s start with the first set
development and
of slides
strengthening the Department
of Tourism and its attached
agencies to effectively
implement the said policy.
 • One of the agency’s main
purpose is to maintain the
Philippines has a great
majority of tourist offerings
like natural wonders,
1. historical landmarks, culture
Transition headline and tradition, arts and crafts,
shopping, recreation, and
Let’s start with the first set
entertainment, the agency
of slides
makes sure that domestic and
international transport in the
country remain available and
continue to be operational.
 • This helps in achieving growth
in national development,
creating more employment and
a possible venue for investment.
• It is with great pride that the
1. department has come up with a
remarkable marketing
Transition headline campaign: “It’s more fun in the
Philippines”
Let’s start with the first set
of slides• Its showcases the wonderful
places of the country, the warm
hospitality of the people and the
wide-ranging fun it offers.
 • The DOT, just like any other
government agency, is headed by
a secretary who provides
leadership, direction and
substance to the overall
1. operations of the department.
• It formulates policies, plans,
Transition headline programs, rules and regulations.
• It also reviews and evaluates the
Let’s start with the first set
performance of the Tourism
of slides Master Plan.
• Aside from the secretary, the DOT
has offices of undersecretaries,
assistant secretaries, directors and
other operating units.
 ○ 1. Create and expand new
OFFICE OF
PRODUCT products that improve new
DEVELOPMENT tourism destinations.
○ 2. Undertake tests on the
viability and acceptability of
new tourism-related products
and programs.
 ○ 3. Encourage and promote joint
OFFICE OF
undertakings with the private
PRODUCT
sector for the development of new
DEVELOPMENT
tourism-related products and
programs.
○ 4. Perform such other functions as
may be assigned to it by the
Secretary.
 Bernadette Romulo-
DOT
SECRETARY Puyat
 OFFICE OF
TOURISM
DEVELOPMENT
PLANNING,
RESEARCH, AND
INFORMATION
MANAGEMENT
1. Prepare National Tourism Development Plan identifying
geographic areas with potential tourism value and
outlining approaches to developing such areas.
2. Formalate policies and programs for gloval
competitiveness and national tourism development and
approve local government tourism development plans.
3. Monitor and evaluate the implementation of policies,
plans and programs of the Department.
4. Formulate an integrated marketing and promotions plan,
identifying strategic market areas and niches.
5. Conduct research and studies, disseminate all relevant data on tourism,
monitor and analyze the socio-economic impact of tourism upon affected
local communities and the nation to maximize the benefits of tourism
throughout affected local communities and to and to avoid or mitigate
possible negative impacts of the industry.
6. Provide technical assistance to the Tourism Infrastructure and
Enterprise Zone Authority (TIEZA) and other government agencies,
including Local Government Units (LGUs) in the preparation of tourism
development plans for Tourism Enterprise Zones (TEZs) as well as local
tourism development plans with the end of the integrating such plans
with other sector plans for the area while ensuring adherence to national
policies and programs.
7. Coordinate with, together with the Office of Tourism
Coordination, government agencies, LGUs, Non-government
Organization (NGOs) and other private entities for the
development and implementation of the national tourism
plans and policies and other relevant concerns.
8. Source grants or loans from local and foreign funding
institutions to implement tourism policies and plans and
projects.
9. Develop, coordinate and supervise the Department’s
information systems strategic plan.
10. Pursue the Development’s interests in
multilateral, bilateral, international and
regional tourism cooperation, agreements and
treaties
11. Perform such other functions as may be
assigned to it by the Secretary.
 OFFICE OF
INDUSTRY
MANPOWER
DEVELOPMENT
1. Develop training modules and conduct multi skills training
seminars, including continuing education programs for the
industry manpower, in coordination with appropriate
government agencies and tourism enterprises and
associations, thereby upgrading their quality, competence
and excellence in the delivery of tourism services, which shall
include topics on Philippine history, culture, environment and
related subjects, in coordination with appropriate
government agencies and the private sector, specifically
educational institutions.
2. Develop training courses and apprenticeship programs, in
coordination with the Office of Tourism Standards and
Regulation, for tourist guides and other similar workers jointly
with appropriate government agencies and the private
sector.
3. Enlist the participation of experts for the training and
education programs to LGUs.
4. Develop, in conjunction with the Technical and Skills
Development Authority (TESDA), programs for the training
and certification of tourism professionals.
DOT ATTACHED
AGENCIES AND
CORPORATIONS
 1. The Philippine Convention and Visitors
Corporation (PCVC), which is reorganized as the
PHILIPPINE Philippine Tourism Promotion Board (PTPB), shall
TOURISM be responsible for marketing and promoting the
PROMOTION Philippines domestically and internationally as a
BOARD major global tourism destination, highlighting the
(PTPB) uniqueness and assisting the development of its
tourism products and services, with the end in
view of increasing tourist arrivals and tourism
investments;
 Marketing the Philippines as a major Meetings,
Incentives, Conventions and Exhibitions (MICE)
PHILIPPINE destination;
TOURISM
PROMOTION Attracting, promoting, facilitating and servicing
BOARD large scale events, international fairs and
(PTPB) conventions, congresses, sports competitions,
expositions and the like;
Ensuring the regular local and international
advertisement of the country’s major tourism
destinations and other tourism products,
including TEZ’s
PHILIPPINE
TOURISM And providing incentives to travel agencies, tour
PROMOTION operators, wholesalers, and investors abroad
BOARD capable of drawing a sizeable number of tourists
(PTPB) and tourism investments to the country.
 1. Designate, regulate and supervise the TEZs
established under the ACT.
TOURISM
INFRASTRUCTURE 2. Develop, manage and supervise tourism
AND ENTERPRISE infrastructure projects in the country.
ZONE AUTHORITY
(TIEZA) 3. Supervise and regulate the cultural, economic
and environmentally sustainable development
of TEZs towards the primary objective of
encouraging investments therein.
 4. Ensure strict compliance by the TEZ operator
with the approved development plan. Pursuant
TOURISM thereto, the TIEZA shall have the power to
INFRASTRUCTURE
AND ENTERPRISE impose penalties for failure or refusal of the
ZONE AUTHORITY tourism enterprises to comply with the approved
(TIEZA) development plan, which shall also be
considered a violation of the terms of
registration.
5. Continue to exercise functions previously
exercised by the PTA under Presidential Decree
No. 564, not otherwise inconsistent with the
other provisions of the Act.
 1. Exclusive authority to operate and/or
franchise out the operation of stores and
DUTY FREE shops that shall sell, among others, duty and
PHILIPPINES tax free merchandise, goods and articles in
CORPORATION international airports and seaports, other
(DFPC) ports entry throughout the country and in
TEZs.
2. Authorize to operate stores and shops within
the immediate vicinity of international
airports and seaports to service the
requirements of arriving and departing
passengers.
 DUTY FREE
PHILIPPINES 3. Operate without prejudice to any privatization
CORPORATION in the future, subject to existing laws on
(DFPC) privatization and procedures on public bidding.
 https://
www.youtube.com/watc
DUTY FREE h?v=QNDKWwnOabA
PHILIPPINES
CORPORATION
(DFPC)
 INTRAMUROS • Also called the “Walled City”, the oldest district
ADMINISTRATION and historic core of Manila.
(IA)
Responsible for orderly restoration and
development of Intramuros as a monument to
the Hispanic period in Philippine history.
It ensures that the general appearance of
Intramuros conforms the Philippine Spanish
architecture of the sixteenth to the nineteenth
century.
NATIONAL PARKS
• An attached agency of the DOT that is tasked
DEVELOPMENT
COMMITTEE to develop, preserve and manage Rizal and
(NDPC) Paco Parks in Manila and other parks that may
be assigned to NPDC.
 • https://
www.youtube.com/
NATIONAL PARKS watch?v=qmd6zFw
DEVELOPMENT LDgM
COMMITTEE
(NDPC)
 1. Upgrade and maintain assigned parks
including its facilities, park grounds and
NATIONAL PARKS landscape themes, buildings and structures.
DEVELOPMENT
COMMITTEE
2. Develop and implement cultural and
(NDPC) education support programs and services
particularly those in support of national and
cultural heritage.
3. Improve financial viability in support of
NPDC’s mission.
 4. Ensure safety, orderliness and
NATIONAL PARKS
cleanliness in assigned parks.
DEVELOPMENT
COMMITTEE
5. Undertake development of new
(NDPC) parks.
6. Establish inter-agency linkages in
support of agency programs.
NATIONAL PARKS https://
DEVELOPMENT
COMMITTEE
www.youtube.c
(NDPC) om/watch?v=Gv
ROOLLN4nU
https://
www.youtube.c
om/watch?v=8A
Hhvzy-BiY
 Manages Nayong Pilipino Park, the only
NAYONG PILIPINO cultural park in the country that serves
FOUNDATION
(NPF) as the country’s miniature.
Has been widely known for showcasing
the Philippine culture, history and
nature showcasing the whole Philippine
experience in a one stop venue.
 Its aim is to provide tourists an idea and
NAYONG PILIPINO view of the country’s famous landmarks
FOUNDATION
(NPF) as well as a showcase of the rich natural
and cultural heritages of the Filipinos.
 https://
www.youtube.com/
NAYONG PILIPINO watch?v=ZrSCriDI1J
FOUNDATION k
(NPF)
 It is mandated to attract foreign
nationals and former Filipino citizens to
PHILIPPINE
RETIREMENT
invest, reside and retire in the
AUTHORITY Philippines with the end-view of
(PRA) accelerating the socio-economic
development of the country,
contributing to the foreign currency
reserve of the economy and by
providing them the best quality of life in
the most attractive package.
 ○ This intensifies measure to provide 40
the standard basic dive rules to all
levels or kinds of divers;
PHILIPPINE
COMMISSION ○ To regulate Self Contained
ON SPORTS Underwater Breathing Apparatus
SCUBA DIVING (SCUBA) sports and technical
diving in the country and to
coordinate closely with the Office
of Tourism and Regulations for
accreditation process.
 1. Promulgate programs and projects 41
geared to the development of the
country as a premier diving area in
PHILIPPINE
COMMISSION Asia.
ON SPORTS 2. Formulate rules, regulations,
SCUBA DIVING safety standards and operating
procedures to implement the
development of Sports SCUBA
Diving.
 3. The Commission shall undertake 42
studies, researches and surveys for
possible incentives to the private
PHILIPPINE
COMMISSION sector who may wish to undertake
ON SPORTS projects and programs beneficial to
SCUBA DIVING the development of SCUBA Diving
Tourism within the framework of
related Presidential Decrees.
 4. The commission is expressly 43
directed to formulate and implement
programs on marine conservation,
PHILIPPINE
COMMISSION particularly those areas of high
ON SPORTS touristic value.
SCUBA DIVING
 The Local Government Code of 1991 44
states:
THE LOCAL “Regulate the establishment,
GOVERNMENT operation and maintenance of
UNIT
(LGUs) cafes, restaurants, beerhouses,
hotels, motels, inns, pension
houses, lodging houses, and other
similar establishments, including
tourist guides and transport.”
 As quoted by Claravall (2013), with this 45
code, the LGUs are empowered to
regulate the establishment and
THE LOCAL operation of travel agencies. These will
GOVERNMENT
UNIT
help in helping establish tourism
(LGUs) facilities, develop tourist attractions,
acquire tourism equipment and
facilities and regulate tourism business
concessions and security advice.
The LGUs empower the municipalities,
provinces and cities of the whole
nation.
 46

Other National
Government
Units
 47

Regulates and supervises the transportation

Department of
and communications industries.
Transportation and
Communications
(DOTC)
 48

Civil Aeronautics Are responsible in establishing

Board (CAB)
and Air safety standards for air carriers.
Transportation
Office (ATO)
Airlines need to connect with
these two government offices
for their license and other airline
related matters.
 Responsible for maritime safety. 49

All ships and vessels are under its

Maritime Industry jurisdiction.
Authority
(MARINA) The MARINA works together with the
Philippine Ports Authority (PPA).
PPA integrates and coordinates port
planning, development, control and
operations of vessels.
 50

Land
Transportation The agency that issues, suspends, and
Franchising and
Regulatory Board
cancels certificates of public land
(LTFRB) transportation services like buses and
other motorized vehicles.
 51

Department of
Public Works and
Highways
An agency that is responsible for the
(DPWH) infrastructure of roads and bridges.
 52

Department of
Foreign Affairs Takes care of friendly relations with
(DFA)
other countries.
Incidentally, the agency where travelers
who wish to travel abroad apply for
their passports.
 53

Department of
Environment and
Natural Resources Oversees protection of natural
(DENR) environment.
 54

Philippine National
Police
(PNP)
Agency that helps promote peace and
order.
It helps protect the natives and tourists
as well.
 55

Are you ready?

 56

EIAZT
 57

ADTSE
 58

CEIM
 59

U S CAB
 60

N I R AA M
Identify the
following:
 ○ The act is also known
Identify the
following: as Tourism Act of
2009.
 ○ This is formerly called the
PCVC that is responsible for
Identify the
following:
marketing and promoting the
Philippines domestically and
internationally as a major
global tourism destination.
 ○ All ships and vessels fall
under this jurisdiction since
Identify the
following:
this agency is responsible for
maritime safety.
 ○ This is the government
agency that takes care of
Identify the
following:
friendly relations with other
countries.
 ○ This is an act strengthening,
reorganizing and streamlining
Identify the
following:
the department of tourism
and declaring a national
policy for tourism as the
primary engine of
investment, employment,
growth and national
development.
 67

○ This is a cultural park in the

Identify the country that serves as the
following:
country’s miniature,
showcasing the Philippine
culture, history and nature
and presenting the whole
Philippine experience in a one
stop venue.
 68

○ This is an attached agency of

Identify the DOT whose main functions
following:
are to restore Intramuros and
promote it as a tourist
destination.
 69

○ This DOT attached agency is

Identify the mandated to attract foreign
following:
and nationals and former
Filipino citizens to invest,
reside and retire in the
Philippines with the end-view
of accelerating the socio-
economic development of the
country.
 70

○ This is the agency that helps

Identify the to promote peace and order
following:
and protects both local and
foreign tourists.
 71

○ This is the local government

Identify the unit that regulate and
following:
supervises the transportation
and communication
industries.
 72

INDIVIDUAL
ACTIVITY
 ○ Mr. Arturo Mercado plans to open
Identify what agencies, offices
or important tourism related
facts is being referred to and
his own travel agency. As he was
put a short description beside
your answer
preparing for the required
documentations, he was advised
that there are three specific
agencies that he has to consult for
proper negotiations, approvals and
licenses and some facts that he has
to be familiar with.
Identify what agencies, offices
1. First, his planned business name
or important tourism related
facts is being referred to and
“Mercado Travel and Tours’ has to get
put a short description beside
your answer
an accreditation so that it becomes an
official establishment that promotes
the Philippines as a tourist
destination.
Identify what agencies, offices
2. He has studied for this planned
or important tourism related
facts is being referred to and
business and he is aware of the
put a short description beside
your answer
current tourism campaign of this
department. He thinks that he can
make this business work as he
believes in this slogan.
 3. During his trip to the main agency, he was
Identify what agencies, offices
or important tourism related advised to seek help from its attached agency
facts is being referred to and that is responsible for marketing and
put a short description beside
your answer promoting the Philippine as a major global
tourism destination. This agency will teach
him how to market and promote activities
such as information dissemination, public
relations, special events, and related tourism
programs and more importantly how to
market the Philippines as a major MICE
destination.
 4. He plans to hire competent people who
Identify what agencies, offices
or important tourism related are knowledgeable, that is why he needs to
facts is being referred to and go to this office of agency that develops
put a short description beside
your answer training modules and conduct multi skills
training seminars, including continuing
education programs for the industry
manpower, thereby upgrading their quality,
competence and excellence in the delivery of
tourism services.
 5. On of the equipment that he will need is a
Identify what agencies, offices
or important tourism related vehicle. He has to secure a license and
facts is being referred to and certificate to operated from an agency that
put a short description beside
your answer governs all land transport vehicles. He agreed
to visit this agency as soon as he gets a new
vehicle.
 79

GROUP
ACTIVITY
 80

Thanks!
 81

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REFERENCES:  Raquel F. Verzosa M.A